freelance copywriter in New York City

Randall Rensch Contact

FREELANCE UX COPYWRITER   B-TO-B WITH DM THINKING AND CONSUMER FLAIR Contact

     
  • About Me
      Senior copywriter and more
    • Hi-tech, Lo-tech
    • Bio
    • Testimonials
    • Resume
    • FAQs
  • Services
    • Concepts / Copywriting
    • Strategy
    • Editorial content
    • UI/UX Design
    • Campaign extension
    • Editing
    • Corporate communications
    • Creative review
    • Copy/contact
    • Search Engine Optimization
    • Website marketing/SEM
    • Website building
    • Press Releases
    • Presentations
    • Proposals
    • Information Architecture
    • Working the phone
    • Temporary replacement
    • Proofreading
    • Americanization
    • Photo editing/retouching
    • Narration
    • Radio commercials
  • Samples
    • Websites
    • Radio Commercials
    • Conceptual
        NEW TAB/WINDOW
    • UI/UX Design
    • Editorial Content
    • Print
    • Direct Mail
    • Other samples
  • Web Content
  • Radio/VO
    • Radio Copywriting
    • Voice Acting / Narration
        NEW TAB/WINDOW
  • Blog
  • Fun and Useful
    • Common Sense, Uncommonly Created
    • Headline of the Week
    • Brochure Checklist
    • Interactive copywriting
    • Copywriter as UX Designer
    • SEO Copywriter Checklist
    • FAQs About Advertising
    • Conceptual Development
    • Books and Tools ...
      • Price research
      • How to get an ad job
    • Small business marketing
    • How to choose a copywriter
    • Real copywriters don't "copywrite"
    • Instagram
        NEW TAB/WINDOW
    • Voiceover demo
        NEW TAB/WINDOW
X CLOSE SHARING


Is Facebook missing/not working? See this page's footer.


Conceptual development

Go-Jo waterless handcleaner

Expanding the market for a classic product 11 of 11

Hey! That's it. This is WATERLESS hand cleaner. You don't need a sink! Anyone can clean up (and be reasonably fresh smelling) BEFORE they come into the house!

The ad above isn't quite there yet, though. No drama. Make it a dirty bathroom towel? So, —

Oh, you expected big finish to this? Nawww. We could go on and eventually find the perfect answer. If I did, I probably wouldn't post it here... not first, anyway.

In advertising it's the marketplace (and, sigh, the budget and deadline) that decides how this creative process ends. So in any case, there's more to it than sketches and brainstorming.

In fact, the conceptual process never really ends. Weaker ideas get replaced, and good ones get developed further. (Only a few campaigns are so strong they can run virtually forever, and even then, the market changes.)

And as I hope I've illustrated, good ideas can be developed further before the campaign begins. It's finished, but it isn't. That may be the only thing that advertising has in common with fine art.

How would you develop that last one? (That's a rhetorical challenge... Please enjoy it to yourself.)

BACK

To Conceptual Development menu

For my portfolio, see Samples.



NEW SEARCH

Do you have a project, question, or suggestion in mind? Let's put our minds together. Contact me now.

Randall Rensch, freelance copywriter   •   inquiryrensch.com   •   718-577-0005   •   8355 Austin St 4F, Kew Gardens, NY 11415 (New York City)

Amex, Visa and MasterCard accepted directlyOr use your card through PayPal Privacy Policy Terms Summary www.rensch.com
You're at www.rensch.com/ad-concepts/concepts-cleaner11.html.
Copyright © 1996-2018 Randall Rensch All Rights Reserved. Common Sense, Uncommonly Presented and Adcopy are service marks of Randall Rensch. DBA: Marketing Communication Concepts.     Spam and fraudulent email and calls will be reported to the Federal Trade Commission and NoMoRobo.com.
  2018a